Advertising Creative: Strategy, Copy, and Design / Edition 4

by Tom Altstiel, Jean M. Grow

Overview

Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising.

In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.

Product Details

ISBN-13:	9781506315386
Publisher:	SAGE Publications
Publication date:	01/22/2016
Edition description:	Fourth Edition
Pages:	488
Product dimensions:	8.50(w) x 10.80(h) x 0.90(d)

About the Author

Tom Altstiel (M.A., University of Illinois at Urbana-Champaign) is an owner/partner of Prom Krog Altstiel, Inc. (PKA Marketing), an integrated marketing communications service provider. Altstiel is responsible for developing creative strategy and tactics for digital, print, broadcast, and video as well as client service and new business development. Altstiel has developed creative work for hundreds of consumer and business-to-business clients including Toyota, Johnson Controls, Eaton, 3M, Evinrude, and Snap-On Tools. He has won over 250 local, regional and national awards for creative excellence. Since 1999, Altstiel has been an adjunct instructor at Marquette University, teaching Copywriting, Advanced Copywriting, Campaigns and Principles of Advertising. He received the Dean’s Award for Outstanding Part Time Faculty at Marquette. Follow him on Linked In.

Jean Grow (Ph.D. University of Wisconsin–Madison; M.A., University of Wisconsin–Stevens Point, B.F.A., School of the Art Institute of Chicago) is an Associate Professor of Advertising and Director of the Fine Arts Program at Marquette University. Grow has won numerous fellowships and awards including: AEJMC’s Institute for Diverse Leadership in Journalism and Communication Fellowship (2015-16); a Visiting Professorship, University of Modena, Italy (2013); the Spanish Ministry of Science and Innovation Research Grant (2010-2013); and the Dean’s Award for Teaching Excellence (2007). Her academic research appears in publications such as: Advertising & Society Review, Communication & Society, and International Journal of Advertising. Prior to joining the academy Jean worked as an artists’ representative with agency clients such as Leo Burnett, DDB, and JWT on brands including Coca-Cola, Kellogg’s and Zenith. Follow her @jeangrow or on one of her two blogs: ethicalaction.wordpress.com or growculturalgeography.wordpress.com.

Table of Contents

Chapter 1: Creativity: The Change Nature of Our Business
What You Need to Learn
Who Wants to Be a Creative?
The Golden Age of Creativity
The Creative Team
Controlling the Creative Process
Where Do I Go from Here?
Creativity and Online Media
What’s In It for Me?
Knowing the Rules and When to Break Them
Knowing What Makes the Consumer Tick
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 2: Strategy and Branding: Putting a Face on a Product
Let’s Review the Basics
Objectives, Strategies and Tactics
Account Planning—Solving the Client’s Problem
Where to Look of Information
Who Is the Target Audience?
Features and Benefits
Assembling the Facts
You Decide What’s Important
Tone: Finding Your Voice
Think Like a Planner, But Write Like a Creative
Creative Strategy and Branding
The Power and Limits of Branding
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 3: Ethical and Legal Issues: Doing the Right Thing
Ethical Challenges Within
Women and Children First
Advertising in Action
Legal Issues
Copyrights
Libel
Trademarks
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 4: Evolving Audiences: The Times They are A-Changin’
Our Shifting Social Landscape
A Humble Disclaimer
It’s All There in Black and White
¿Cómo Se Dice ‘Diversity’ en Español?
East Meets West
Don't Ask. Don't Tell. Just Sell
Generational Marketing
Women in Advertising: Have We Really Come a Long Way, Baby?
Did We Miss Anyone?
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 5: International Advertising: It’s a Global Marketplace
Global Context
The Power of Culture
Global Growth
BRIC Nations
MIST Nations
Global Survival
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 6: Concepts and Design: What’s the Big Idea?
How to Be Creative (Concepting Strategies)
Concept Testing-It Starts With You
Design: Worth a Thousand Words
Basic Design Principles
Digital Design
Putting it All Together
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 7: Campaigns: Synergy and Integration
What Is a Campaign?
How to Enhance Continuity
Beyond Traditional Campaigns
Taglines: The String that Holds Campaigns Together
Putting It All Together
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 8: Copy Basics: Get Their Attention and Hold it
Why Have a Headline?
Subheads
Who Needs Body Copy
Writing Structure
Checklist for Better Copy
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 9: Print: Writing for Reading
Magazines
Newspapers
Collateral
Shifting Gears: Print Versus Online Writing
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 10: Radio and Televisions: Interruptions That Sell
Radio
Televisions
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 11: Websites: Copy and Content
A New Creative Revolution Online
Display Advertising
Web Copy and Content
User Experience
Video in Websites
Branded Entertainment
SEO
Web Copy Versus Content
Landing Pages
Microsites
Writing for a Worldwide Web
Where Are We Headed?
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 12: Socially Mobile: Reaching Communities That Buy
Mobile: You Can Take It With You
Social Media Versus Social Networking
Photo and Video Networking Sites
Social Media Marketing
Writing Company Blogs
Keeping Up With Social Trends
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 13 Support Media: Everyone Out of the Box
Out-of-Home Advertising
Guerrilla Marketing
Native Advertising
Content Marketing
Sales Promotion
Public Relations and Advertising
Event Marketing and Sponsorships
Box? What Box?
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 14: Direct Marketing: Hitting the Bull’s-Eye
Direct Marketing Defined
Components of Direct Marketing
Direct Mail
Email
Mobile Direct Response Marketing
But Wait. There’s More!
The Changing Face of Direct Response Marketing
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 15: Business-to-Business: Selling Along the Supply Chain
B2B Specialties
Integrated B2B Campaigns
The Changing Face of B2B
Who’s Who
What Would You Do?
Exercises
Notes
Chapter 16: Survival Guide: Landing Your First Job and Thriving
Three Ingredients for Success
Building Your Portfolio
Reaching Out
Surviving as a Junior Creative
Breaking Down Barriers to Success
Who’s Who
What Would You Do?
Exercises
Notes
Appendix
Copy Platform (Creative Strategy Statement)
Copyediting and Proofreading Marks
Additional Radio Terms
Additional Television Terms
Additional Digital Terms
Content Curation Websites
The Whole Book in One Page

Editorial Reviews

Advertising Creative has truly been the book I have desperately needed throughout my teaching career. The fact that the authors combine real-life scenarios along with accurate descriptions of positions in the advertising industry has caused my students to truly hone in on their area of interest. If you are looking for a textbook that cuts out the filler of basic advertising textbooks and provides insight, knowledge, and resources in the industry, then this is the book for you. There is instructor resources, student resources, and many different discussions, case studies, and scenarios that allow the instructor to truly engage their students throughout the semester regardless of how long your class time is.”

Edwards Roberts

This text is rare in that it matches affordability in all respects; time, money, and effort to maximize results for both students and faculty. An innovative, student-friendly, and faculty-intuitive text that makes the study of advertising fun again.”

Dr. Tim Chandler

Many have written books on the creative process, but few have done it in a way that is actually easy to follow and understand…I wish I had this book when I was studying advertising 20+ years ago. It would have saved me a lot of trial and error. It’s easily the best how-to book on advertising that I have read.

Dave Hanneken

There's one thing I don't like about this book: it didn't exist when I was a student.”

Jesús Revuelta

The book delivers a combination of industry expert inserts as well as fundamental principles to developing and creating impactful advertising/marketing. This format engages the reader and keeps you turning the pages

Roger Garcia

Advertising Creative is a systematic guide to creating modern, 21^st century advertising. The authors dare to try and make sense of today’s changing, evolving world of multiple screens. Read it and be ready to create breakthrough ideas.

Bill Wright

There's one thing I don't like about this book: it didn't exist when I was a student.”

Jesús Revuelta

The book contains good instructional materials with examples. A good step-by-step book.

Alexander Muk

This text allows marketing students who are "creative" to be creative.

Keith Starcher

Strongly illustrative of concepts; easy to understand. A very practical approach.

Richard Baxter

Alstiel and Grow's book provides golden nuggets of information that will help equip students in developing sound strategy and deploying solid tactics.

Ginger Rosenkrans